Power and Collaboration

Orchestrating Collaboration is the title of a talk Ben Zander, the conductor of the Boston Philharmonic Orchestra, gave at the World Economic Forum in Davos this year [the video is 9 minutes]. I read the Zanders' book when it came out, in 2000. It is timeless. Long after we will be done pounding the meaning out of the term conversation, this book will continue to inspire generations of students of The Art of Possibility.

It's very much a business book, I like to think of it as a marketing book. With its many lessons for those of us who are eager to move beyond the mere mechanics of what is, to what could be. When we do not let the cloud of technology and tools overcome our basic needs to seek opportunity, find happiness, and create meaning, we fully embrace the here and now that can take us to what's next.

The Zanders organized the journey into 12 practices. Today, at The Blog Herald, we talk about three marketing lessons we can draw from their work. There are many more ideas. Some thoughts on marketing and communications that build on their practices:

1. It's all invented - marketing programs are often built on media placements and programs. What would happen if you were the media? Increasingly, with the help of social media tools, you may become that. Think opportunities to help your customers learn about what other services you or your partners offer that complement their business, a-la social network personalized content. What else?
      
2. Stepping into a universe of possibility - public relations initiatives become more fun because now you are less worried of being in control, and more open to what may develop. We've talked about the sticky question of ROI on many occasions. How would the obsession with measurement be transformed into the acknowledgment that involvement can lead to influence, and thus purchase consideration? Today, they call it thought leadership. What is real leadership?
      
3. Giving an A - if you could stop worrying about getting a mark and instead found yourself fulfilling a promise, that of your potential; what would you do differently? Would you take on more risks? How would the creation of your marketing be affected? How can you give an A to your team, your customers, your partners?
      
4. Being a contribution - replace creativity-sapping thoughts of competition with ideas on how you can make your business truly valuable. Can you think in terms of contribution?
      
5. Leading from any chair - think of your employees, colleagues, partners, even friends - how can you help them be successful? What steps can you take from wherever you sit in your career and organization, to make an impact for your customers?
      
6. Rule number 6 - ask yourself: what would have to change for you to be completely fulfilled? This is valid also of your program, project, team. This is an incredibly powerful rule, one that tells us to lighten up. There are stories we tell ourselves about the way things are, how they are done, that keep us from fulfilling a goal, creating a connection.
      
7. The way things are - how we speak and think about reality sets the context for what happens, how things unfold. Assess your situation, budget, time frame, what is, and use that point as a springboard for what comes next. This reminds me of the resourcefulness of MacGuyver, he could always fashion a brilliant point forward even when backed into a corner. How can you use what you have?
      
8. Giving way to passion - participate, lean forward, learn, experiment, experience. Passion is the smallest unit you break down into that can permeate your whole being. It's your signature, the expression of your strength - go for it. Your customers will see it, they will want to be near it, and you.
      
9. Lighting a spark - are your contagious? Do you let others light a spark in you?
      
10. Being the board - how can you bring the whole game inside so you can play at home? When we blame the economy, the scarce resources, the lack of time for our ineffectiveness, we are in fact giving up our power to change the game. How can you look at it differently?
       
11. Creating frameworks for possibility - what is your vision? How can you speak of it, own it, use it to invite expression, development, growth?
       
12. Telling the "we" story - you're in it with your customer, without a doubt.   

It takes practice. More than a year ago, I wrote a post on the substance of marketing, in it I conclude - the ancestor of every action is a thought. What are you thinking about?

[hat tip to Robyn McMaster of Brain Based Biz for the video]

PLEASE NOTE: TypePad is still out of sync with the domain name.

Comments

[Robyn]

Valeria, I found the video to be powerful because so much of Zander's personality explodes. I suppose he holds it in gently and builds up to the crescendo as he leads the orchestra and as he shares ideas.

Without invention we go nowhere. We need ever so many more inventors and your post inspires more!

Thanks for your inventiveness, Valeria.

[Kate Brodock]

Valeria -

I read this book a few years ago, and it's really great. It's also very refreshing for someone who comes from an artistic and musical background who sometimes feels as if a lot the qualities that come with that sort of background can sometimes be forgotten, or even pushed out, in "business settings." I really enjoyed the Art of Possibility, and agree, it's very applicable to business. That's why it's on the top of my To Read List (which is VERY long), to read again as I start up my own company. I would suggest this to anyone in any position, especially those in leadership positions within their respective companies.

Cheers,
Kate

[Linda Sherman]

Valeria, Great post. I heard about "the conversation of possibility" many years ago from Werner Erhard. I live my life by that creed.

DUGG
http://digg.com/business_finance/Power_and_Collaboration_by_Valeria_Maltoni

[Mike Sansone]

Great video! I'm going to re-read the book, albeit much slower this time.

Thanks for the inspiration. Stay contagious (No. 9)

[Valeria Maltoni]

@Robyn - I so enjoy the part where he jumps with joy and exclaims: "how fascinating!" I need to remind myself of that triumphant moment; it's energizing and makes room for learning. Invention = a new use of an existing concept.

@Kate - you know that your musical and athletic talents also contribute to the plasticity of your mind and that of its alignment with body and spirit. There are so many ways of looking at a problem. I like the attitude that translates it into possibility.

@Linda - wow, thank you for the Digg. Many of the leaders I have learned from over the years came out of the pages of Fast Company magazine. In some cases, I've been lucky enough to meet them at their Real Time events.

@Mike - and the video is a little over 9 minutes, too ;-) Some books are keepers. When I like them too much, I buy more to give away, because I know I will be back to those pages again.

[Connie Bensen]

I popped over from Chris B's reference & see two posts to comment on :)

Ben Zander keynoted a Public Library Assoc conference & he was totally fascinating! I have an autographed copy of his book that I totally treasure. As you say, so much applies to the 'conversation'. And we need to avoid the downward spiral. That has a lot of meaning for me.

Thank you for reminding me of a great book! I need to reread it.

[Valeria Maltoni]

I totally missed Chris B's reference. In fact, I totally missed a dental appointment on Saturday.

Ben Zander's energy is infectious - he's one of those people I'd like to spend more time with, or at least be exposed to. Ironically, there are many simple things anyone can do to become more likeable, someone we'd want to hang out with.

[Bruce Luetters]

Perhaps passion is so alluring because we know that those that allow it in their lives are living closely to their potential. Their compass is aligned. The beauty is we only have to allow for it to find it.

[Ted Hopton]

I love Zander! Thanks for this clip and tie-in. He's one of my favorite presenters (he does so much more than just "speak").